Dune London has introduced user-generated content (UGC) to its product pages in order to inspire customers as they browse the website – and says the new feature has helped lift sales significantly.
Dune previously featured some UGC in the form of customer product reviews. But in the two weeks after customer and blogger content from Instagram was brought onto product detail pages, sales in which shoppers interacted with UGC rose by 82%.
The new UGC feature from Curalate helps shoppers to visualise shoes and accessories in real life settings – and then to click through to buy them.
“Our customers respond very well to UGC – being able to see others wearing our products gives them extra confidence to purchase,” said Mark Blenkinsop, digital marketing manager at Dune London . “This is the latest step in a wider strategy to leverage these images as well as our own beautiful lifestyle content across the web and make the products contained within photos and videos fully shoppable. Rather than asking customers to search for what they’ve seen, we’re taking them directly to it.”
Dune London works with Curalate to source inspirational content from a variety of online sources, and then connects that content to the products featured. Curalate’s platform also allows the retailer to distribute shoppable content on its ecommerce and marketing channels including dunelondon.com, social channels and email.
A recent email campaign featuring Dune London’s ‘Your Style’ gallery saw 55% more click throughs – compared to previous emails not featuring UGC. The gallery also resulted in a six-fold increase in revenue.
Dune London is also making its short film series shoppable. The retailer’s current #aloveaffairwith spring and summer 2017 campaign allows featured shoes to be bought instantly when consumers access the videos from their mobile devices. Clicking on a chosen item takes them through to the product page.
Overall, Dune London has seen a 28% higher conversion rate among shoppers who engage with UGC during their shopping journey, while average order values grew by 17% over three months.
“Inspiring consumers has always been at the heart of branding,” said Apu Gupta, chief executive of Curalate. “Dune London is enabling inspirational content to not only deepen brand engagement, but also to drive revenue.”
Curalate works with more than 800 retailers and is an official marketing partner of Pinterest, Facebook and Instagram.